Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

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The Effect of Customer Relationship Management on Customer Engagement

Authors
Hifzhil Rahman1, *, Ratih Hurriyati1, Henny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: hifzhilrahman@upi.edu
Corresponding Author
Hifzhil Rahman
Available Online 26 June 2024.
DOI
10.2991/978-94-6463-443-3_70How to use a DOI?
Keywords
Customer Relationship Management; Customer Engagement; Fashion
Abstract

The fashion industry is one of the potential creative industries in Indonesia, which has recently become profitable because its growth is continuously increasing. At this time, the company must continue providing better service than its competitors to strengthen customer relationships. When a company has a close relationship with customers, customers will not run to other companies, so successful customer engagement is achieved. If a company or brand does not consider or pay attention to customer engagement, it will be seen as underestimating its customers. Customers have been considered the main element for companies to retain customers through satisfaction that exceeds expectations and lasting relationships between the company and customers. In the current scenario, Customer Relationship Management (CRM) is used to achieve this goal. This research was conducted to determine the influence of Customer Relationship Management on Customer Engagement. The method used was an explanatory survey. The sample consisted of 100 respondents, with a non-probability sampling technique; the sampling used was purposive. The results of this research show that Customer Relationship Management influences Customer Engagement.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2024
ISBN
978-94-6463-443-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-443-3_70How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Hifzhil Rahman
AU  - Ratih Hurriyati
AU  - Henny Hendrayati
PY  - 2024
DA  - 2024/06/26
TI  - The Effect of Customer Relationship Management on Customer Engagement
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 538
EP  - 543
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_70
DO  - 10.2991/978-94-6463-443-3_70
ID  - Rahman2024
ER  -